Pharmaceutical Commerce continues its H1 Review/H2 Outlook series, checking in with industry voices on the predictions they made earlier this year. This installment features Chip Parkinson, CEO of Gifthealth, in the second of a three-part video interview. In his January article for Pharmaceutical Commerce , Parkinson stated that most-favored-nation pricing pressure and rising consumer expectations were pushing manufacturers toward integrated direct-to-patient models built on technology, real-time data and human support. Parkinson says consumer expectations have shifted alongside these policy changes, particularly since TrumpRx's launch. Pharmaceutical Commerce asked Parkinson to expand on why this momentum has accelerated and what it signals for the rest of 2026.